Human Relations, Ahead of Print.
Through a collaborative ethnography told through narratives and a counter-map drawn from Mapuche ontology, we determine how corporate social responsibility (CSR) simultaneously fractures and strengthens the collective identity of an Indigenous community through the mechanism of community benefit sharing. This study reveals how a young Mapuche Indigenous leader, Simón, and his allies underwent the re-rooting and resurgence of their ancestral identity while resisting the construction of a hydropower project and the company’s CSR, as well as their neighbours who supported the project. This study also discusses the emergence of repoliticized spirituality because of the collective identity work dynamics. We propose that this form of spirituality is particularly salient within groups whose ancestors endured colonization. This phenomenon unfolds through a sequence of mechanisms, including collectively reaching breaking points catalysed by external threats (e.g. large-scale projects) that prompt group self-reflection regarding their identity and history. Subsequently, Indigenous communities mobilize to safeguard their ancestral ontologies and spirituality. This, we assert, is a political act. We conclude by reflecting on the social responsibilities of businesses when interacting with Indigenous communities and territories. Managers and policymakers need to comprehend the potential impact of CSR initiatives on the intricate fabric of Indigenous identities.